P&G has unveiled a new Oral-B Gum & Enamel Repair toothpaste range to help boost its presence in the oral care sector.

Suitable for those with sensitive teeth, the product is clinically proven to help rejuvenate gums and repair enamel. The toothpaste is available in four variants; Original, Extra Fresh, Gentle Whitening and Gentle Clean.

The launch of the new range will be supported by a major TV and print advertising campaign and Oral B has also introduced the Oral-B Sensi Ultrathin brush head (rrp 17.99) to accompany the new Gum & Repair toothpaste.

The range features ActivRepair technology, which is proven to work to target both gum and enamel problems. It is designed to defends teeth against acid erosion and help protect against bacteria. (P&G data)

Amrita Chakraborty, brand marketing at Oral-B UK. “The introduction of Oral-B Gum & Enamel toothpaste is a fantastic addition to our portfolio. Our research has shown that dental professionals are continuing to see a number of patients with gum and enamel damage. This new toothpaste provides our best level of protection against gum damage and enamel erosion, and also helps slow the early signs of gum and enamel damage caused by lifestyle, age, diet or health conditions.”

Oral-B Gum & Enamel toothpaste is available now across the independent channel (rrp £5).